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Unprepared Ep 66 - The Best Way to Create Content That Converts with Greg Digneo

Timestamp

  • [00:00] - Sponsor: Rewind
  • [00:53] - Intro
  • [01:24] - What is Content Guppy
  • [01:50] - SEO marketing in the marketing funnel
  • [02:55] - Types of content
  • [03:13] - Low-hanging fruit you shouldn’t ignore
  • [04:14] - An effective way to create content
  • [05:15] - Increasing brand awareness
  • [07:24] - Things to do with your content
  • [09:38] - Why you should build links
  • [10:53] - Where to find Greg

Resources

Key Points

  • Content Guppy creates SEO content for SMBs, E-commerce, B2B, Saas, service-based businesses, and online course education businesses. 
  • Content Guppy helps businesses by creating content that drives traffic and turns it into a lead gen channel for their clients.
  • To create effective content, look at what the product or service is used for then start creating content around that.
  • Consumers can get to know what your product is based on the context of your content. It can be a blog, articles, pages, etc. 
  • The one thing that brands can do is write "The Best" in whatever category post their product or brand can fit in. 
  • Place your product or your brand at the very top of the content because people tend to read the first three sections of the blog. 
  • At least 3% in any given market is looking to buy your product right now. It should be at least around 10-20% that needs to be aware that your product exists. 
  • Find keywords that people are searching for within your niche then write great content about it. Promote it and build links.

Transcript

Chase Clymer  

Hi everybody, my name is Chase Clymer, and welcome back to another episode of Unprepared―an Honest Ecommerce bonus episode where we hear expert advice in 15 minutes or less. 

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Chase Clymer  

Hey everybody, welcome back to another episode of Unprepared. Today I am welcoming to the show Greg from Content Guppy. They are an amazing content marketing agency helping people essentially kick butt with content and they're really, really good at SEO. So I'm looking forward to chatting. 

Greg, how are you doing?

Greg Digneo  

Great to be here. I'm doing well. How are you, Chase?

Chase Clymer  

I'm doing good now that I got my interface working. If anyone has an extra Scarlett interface, I'm in the market. Mine is broken. Anyways, (laughs) so yeah, just quickly, what is Content Guppy? What are you guys good at?

Greg Digneo  

We focus strictly on creating SEO content for SMBs essentially, so Ecommerce, B2B, SaaS, and then service-based businesses, and the occasional online course education business. But yeah, so we drive traffic and turn that into a lead gen channel for you.

Chase Clymer  

Absolutely. So a lot of your efforts for people that are looking at the more traditional model. You got top of the funnel, middle of the funnel, bottom of the funnel. Is a lot of stuff you're doing more at the top of the funnel?

Greg Digneo 

Actually, so in the beginning, it's more of the bottom of the funnel. So it's more trying to get people to go there who have buying intent for whatever product or service you're selling. 

So these are types of content. Let's say you're selling, like a friend of mine sales mermaid tails right? So this is good. So this would be things like you know, best mermaid tails, or, you know, another type of content that I like to write is like, whatever your biggest competitor is, you know, X competitor, X alternatives or X competitors to whatever, you know, that your biggest competitor, so write a long list post of your of competitors. Yeah.

Chase Clymer 

Yeah, that works. So it was a lot of what you're doing, when we say content, content is like, there's a lot of stuff these days, but is mostly what you're doing blog writing?

Greg Digneo  

Blog writing. Yeah. 

Chase Clymer  

Article, resource, you know, you could you can name it a few different ways depending on how you want to spend it.

Greg Digneo  

Yeah, it doesn't matter blogs, articles, pages, whatever.

Chase Clymer  

It's a bunch of words to make Google happy. 

Greg Digneo  

Yes, exactly.

Chase Clymer  

Awesome. Awesome. So you mentioned that you work with Ecommerce brands sometimes. What would you say is the lowest hanging fruit that most Ecommerce brands aren't doing or when you start engagements, you are always checking this thing?

Greg Digneo  

So assuming your product pages are fine and everything like that. And the one thing that every Ecommerce brand should be writing is best whatever category posts. 

So many of them, it's such a low-hanging fruit piece. But like I said, best mermaid tails for birthday parties. It doesn't matter, whatever it is, almost no Ecommerce brand has it, and they are such low-hanging fruit.

Just put your product or your brand at the very top because nobody scans past the first three. And you're going to convert.

Chase Clymer  

Dude. All right, well, there you go everybody, you can stop listening. Three minutes, and you got what you came for. (Laughs)

Greg Digneo  

(Laughs)

Chase Clymer  

Okay so beyond that one, what are some of the other ones that you'd like to challenge? I mean, not to give away your secret sauce or anything. But is there, you know, what does the playbook look like? 

Greg Digneo  

So what is the job to be...I'm going to try to go into and call it a job to be done. Basically, what are you doing? What are the products being used for? And start creating content around that as well. 

And is it to look good, have fun, whatever it is that throws the best birthday party ever for a six-year-old girl. Whatever the job to be done is, start creating content around that. 

And that way, because that way, people who don't always know that "Hey, I need your product." They can but they know that they want something different, or they want a problem solved, or they want a new experience. Whatever it is. 

Then they are able to go and read your content. And in the context of your content, they can get to know what your product or your brand is.

Chase Clymer  

Yeah, I mean that's the key right there to content marketing, I believe is, you know, I don't remember the percentage. It's like 10% of people are actually buying what you're selling or whatever. 

But then the rest of the game for marketing is just like, "Okay, well just get as many people out there to know about your product or your service you're offering whatever.: 

Greg Digneo  

It's 3% according to Chet Holmes.

Chase Clymer  

Yeah.

Greg Digneo  

It's 3%. Yeah.

Chase Clymer  

That's a great book. 

Greg Digneo  

3% percent of any audience. Yeah. The Ultimate Sales Machine. 

Yeah. But it's 3% in any given market that a person is looking to buy your product right now. And it's something like going back to your 10 to... I'm afraid if it's like 10-20% are actually aware that your product exists. 

Chase Clymer  

Yeah.

Greg Digneo  

Something along those lines. Yeah. So, you know, once you create that low-hanging fruit content, you need to figure out how to get that other 97% into the door.

Chase Clymer  

Yeah, they actually know about you, because when they do become aware that they have a need for that, or maybe something in them. 

And this is why I love content. And this is why I do so much of it is it's almost as if you're like creating luck for yourself. You're just increasing this awareness of your brand. 

So it may not be the person that actually read your content, but they might be out to lunch someday and somebody needs what you have. And at the table they're talking about, they're like, well, "I read this thing", and you know, then referrals, like it's such a crazy thing how it works. 

And you really got to put yourself out there and put the content out there. And it comes back.

Greg Digneo  

Absolutely. And it's not even...it's like, how many times is it like, "Oh, I've read a blog post or from a brand. And then I saw their ad. And then I talked to my friend about it. And then I saw another ad and then I got an email from them." 

And you know what I mean? Like so, all of a sudden, you just start showing up in the faces of your customers in various ways. And it's a yeah, but content I think is like you were saying. It is just the thing that gets people out there and introduces you to your customer.

Chase Clymer  

Yeah, you kind of just alluded to something that I had another question to. Which is like, okay, so like, obviously, for like prospecting and awareness content is awesome. You know, blog writing all that stuff? 

What are the other uses for the content that's getting created? Because we're not just getting some awesome pillar piece of content and slapping it up on our website. What else should we be doing with this?

Greg Digneo  

Promoting it. (Laughs) So again, we're done now. Just kidding. 

So you could do things such as driving ads to the same piece of content, sending it out in emails, chopping it up, and throwing it into various Facebook posts and Instagram and things like that. 

Various channels. Turning it into a YouTube video, at the going on shows like this, I'm just being like, "Hey, here's a piece of content that really worked out for me", and just then talking about it in that sense. 

So just get it out there as much as possible. But unfortunately, most people stop at Facebook ads or whatever, or whatever the ad flavor of the day is. But yeah, if you just repurpose it in 100 different ways and more, you just get out there a lot more.

Chase Clymer  

Yeah, that's the thing is you got to promote it. Just putting it out there into the ether. If it's, if it's good, Google will pick it up, and you will get some organic traffic from it. 

But it'll work a lot better if you're putting it out there through all the channels, and you know, putting it out in your email newsletter and talking about it on your Facebook, like everything that Greg just said here, it's that yeah, that's, that's the other piece of the puzzle is you gotta make it and then promote it. I like that.

Greg Digneo  

If you're gonna spend whatever, let's say it's like, three, four, or five hours, right? And writing an amazing blog post is three, you know, 2500 words or whatever. 

Don't just press publish and be done with it, because then it's kind of you wasted five hours of your day or week or whatever, you know, you have to spend another five to 10 hours promoting it.

Chase Clymer  

Awesome. Awesome. So let's recap it real quick for these people. So anyone listening out there, and they don't have, you know, the "best uses for X blog", or you know, that pillar content that you talked about earlier. 

So they go out and they write that. And then they listen to us. And they chop it up into a bunch of other useful pieces of content, and they're promoting the crap out of it for the next three weeks. What's next for them? Is there anything else to do or just rinse and repeat, keep doing it?

Greg Digneo  

Build links to it. Write guest posts and link back to that pillar piece of content because that's how it's going to rank in Google. 

So you're going to have really great content. It's going to get some traffic because you've promoted it. The third step is building links by writing guest posts. So go out to other blogs in the niche or in your field or industry or whatever, and start creating guest posts around that piece of content, link back to that blog post, and you're going to start building a couple of links. 

And then within a couple, let's say months or whatever, nothing, sometimes it's weeks, most times it's months, it's going to start ranking at the top of Google. 

And then that's where you're going to start seeing this influx of you know, 500 visitors a month, 700 visitors a month, 1000 visitors a month for that one blog post and that's where the magic is going to start to really happen.

Chase Clymer  

Well, Greg, you just made it sound easy. And that's a formula that I can follow. That makes sense. You know, is it really just like that?

Greg Digneo  

Yeah. So I used to be afraid of SEO because I thought it was so hard, but it's really easy. Find keywords that people are searching for, write great content and promote it and build links and that's it. Just rinse and repeat. 

Chase Clymer  

Yeah, okay so that's what you do. Everyone out there listening, that's how you do it. You can do it, you can have a team member do it. You can maybe, you can hire someone to do it. But if you don't want to do it, and you want to hire Greg to do it, how do they get a hold of you?

Greg Digneo  

Go to contentguppy.com or you can email me greg@contentguppy.com

Chase Clymer  

Perfect. Greg, thank you so much for coming on and sharing that.

Greg Digneo  

Thanks so much, Chase.